What Are The Advantages And Disadvantages Of Global Market Strategy

M&S gained customer loyalty from high quality products that were priced competitively. One of M&S´ current problems is that people demand either brand names or discounted products. M&S is therefore stuck in the middle. M&S´ product-orientated strategy in the late 1990s has become ineffective. The bargaining power from buyers is increasing and therefore, a more consumer-orientated strategy is needed.

To differentiate the brand from competition, labels and packaging would be used. Moreover, all visual communication tools and promotional items featuring the brand logo and

Branding is one of the most important aspects of any business structure. Your brand is meant to increase the competiveness against your company. “your brand is your promise to your customer. It tells them what they can expect from your products and services, and it differentiates

As argued by Eaton (2001), globalization is an enterprise management feature, which increases liberalization of international trade and international competition. Needless to say, nowadays most of senior managers tend to plan their companies to go worldwide. In the early 1970s, M&S expanded its international operation to purchase a 50 per cent shareholding of three Canadian companies for the first step. In November 1997 the company announced a 2,100 million GBP plan for global expansion which would be across Europe, the Far East and the Middle East (Bevan, 2002).

Successful brands build successful products when the product is one that the consumer desires as opposed to needs. Companies selling these types of products must put additional effort into marketing activities like brand

Branding in a business is important as it shows the reputation of the business. The importance in the buyer’s behaviour can affect the businesses sales, as it can increase or decrease their sales. Consumers are responsible factor for the sales of any products or services, so when a new product is being released in the market, understanding consumers buying behaviour becomes very essential. The business has to study and understand the

Definition: Diversification refers to a strategic direction that takes companies into other productsand/or markets by means of either internal or external development.

However, it requires several adjustments of the products to be made by the company itself, such as packaging, and some other modifications that would suit to different nations. Also, there can be some administrative obstacles that the company has to solve in order to make good agreements with the distributors. On the other hand, exporting can provide international awareness of the brand connected with the desire to innovate even more. The threats that can occur in the case of exporting can actually occur also in other ways of marketing practices, that is tough competition or political and economical impediments that make the product offering harder and more costly (Advantages & disadvantages..., 2007, p. 1).

In today’s dynamic and ever changing market. The marketers are finding very difficult to differentiate their products from the competitors. The tastes of the consumers are changing frequently. Therefore, the companies have to always take this into consideration about brands the products in order to create image in the customer mind. So the company has to fulfill the needs and wants of the customers. Brand is the personalities of the product and brand positioning is a key to the success of marketing in any company.

Manas should use standardization and adaptation marketing strategy. Standardization is where Manas uses home market design. Adaptation is where Manas modify the products to meet the requirement of Malaysian environment and culture. Manas should balance between standardization and adaptation. As Malaysia is a multiracial country, some standardization with some adjustment for legal requirement, taste, and requirements will do the job. Manas may need to think global but act local in a way. With this strategy Manas can make new products and keep its originality.

The article is explained according to three important perspectives that is from the view point of the practitioner, the consumer and the scholar. A major point in branding is the brand image. In conclusion it explain how the brand is considered as the core of marketing and how everything evolves around the brand within the company.

Right from the beginning the company makes it very clears to it all its existing and potential customer the message of its product in a clear way. Related to the pricing of the product company positions the product above 10% of the upper segment of the competition in order to create the special method of the premium brand and also influencing people by not letting them buying another drink. Once the brand awareness is created then it resort advertisement within the TV and other related media channels. The company also tries to create by participating and sponsoring events within the market even before the product is not available on the market. Also the company places the market instance relatively strategically by trading a special audience and trying to influences them first rather than spreading out to the whole target of potential customers. Indeed the company tried different ways of market instance and different options of brand equity management within different

“Trendy kiwi burger” is frozen burger; we developed this new product from New Zealand fresh meat which is 100% organic New Zealand product. In this project we have followed the new development

In the contemporary business scenario and the stiff market competition, ‘brands’ are inevitably gaining importance in business perspective as the most valuable assets that can be possessed by a firm. The markets in the past were closed but now with the forces of globalization and liberalization taking over the ride, the competition prevailing in the market has boosted up significantly and hence there is a herd of marketers that are constantly yearning for portraying their product as a unique product proposition delivering most satisfaction and hence to accomplish this objective they come up with a brand. The present study explores the various facets of business activity involved with ‘branding’.

Purpose: Brand extension refers to the use of recognized brand names for introducing new offerings . In a typical brand extension situation, an established brand name is applied to a new product in a category either related or unrelated, in order to take advantage of the equity of the core brand name. The present study is based on two highest selling FMCG companies in India i.e. Hindustan Unilever & ITC. Indian Tobacco Company Limited “ITC” is rated among world's most reputable companies by Forbes magazine and among India’s most valuable companies by Business Today. It ranks among India's '10 Most Valuable (Company) Brands', in a study conducted by Brand Finance and published by the Economic Times. The Company has a diversified presence in FMCG. Hindustan Unilever Limited (“HUL” or “Company”) is a Fast Moving Consumer Goods (FMCG) company. HUL has a diversified presence, It has 35 different brands in 20 different categories